GM is playing the media in ways that are not expected
The Playmaker’s Standard, LLC today released an illustrated analysis of the media strategies employed by Detroit-based General Motors Corporation. The independent study reveals how GM is using communications and media to build competitive advantage in the coveted hybrid electric vehicle market and generate interest in its much-anticipated Chevy Volt.
Based on The Playmaker’s Table(TM), a classification framework of 25 irreducibly unique stratagems or plays, the analysis demonstrates how GM has recently portrayed new products and programs to both recast its embattled brand and counter detractors, notably skeptical environmental groups, financial analysts, and industry watchers. Principal findings of the study include:
- GM employs a diversity of influence stratagems (12 of 25 plays), reflecting considerable mastery by the automaker of influence and public opinion.
- GM executives, notably Bob Lutz, freely admit failure and fault, atypical of most large-company play-it-safe media practices.
- To that end, GM uses counter-intuitive strategies, defined in the playmaker system as the Disco, Bear Hug and Lantern. These high-risk plays have helped the car giant buy time in the hybrid electric market and re-earn the public’s trust and interest in its new-generation initiatives.
Source: MarketWatch
While many think that isn’t really all that important I’d say that this is positive news. GM needs to be thinking about different ways of working in all aspects of the company. It also shows that they’re taking responsibility instead of shifting the blame somewhere else. It’s a lot easier to fix things when you are the one taking responsibility for the mistake.
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